Traditional B2B marketing has long relied on louder messaging, more emails, and bigger pushes. But today’s buyers aren’t playing along anymore.

They’re in constant research mode—reading reviews, comparing options, and looping in multiple stakeholders before ever talking to sales. That means longer, more complex buying cycles, and more stalled deals. On average, it now takes 20+ touches just to get someone to schedule a demo.

In this episode of Buzz Bites, Amiee Keenan unpacks why the old playbook of volume-driven marketing is failing and what to do instead. You’ll learn how education-led marketing helps you:

• Cut through information overload with clarity and relevance

• Earn trust by teaching, not selling

• Position your brand as the go-to authority buyers actually want to hear from

If your outreach feels like it’s getting ignored, this episode will help you rethink your approach and start building marketing that moves buyers forward with confidence.

Follow Amiee on LinkedIn

In this exciting episode of Channel Up Your Marketing, host Amiee Keenan sits down with Giuseppe Ianni, VP and Community Director of Attendees and Activations for Community Summit, to explore how Community Summit 2025 is changing the game for tech events.

From 77+ Microsoft MVPs offering free support at TechMedic Desks, to hundreds of empowering attendees at the Women in Tech track, to unforgettable booth experiences (yes, there’s a puppy lounge and axe throwing) — this is NOT your traditional conference.

Whether you're an ISV, partner, Dynamics user, or just curious about how this event is evolving with the community, this conversation is packed with valuable insights and practical tips for getting the most out of the experience.

Chapters

00:00 Introduction to Community Summit

02:26 Giuseppe Ianni's Background and Role

04:18 Reasons to Attend Community Summit

05:38 Popular Topics and Sessions

07:26 New Events: Partner Enablement Day and GP2BC Precon Day

09:45 Final Thoughts and Wrap-Up

Ready to attend Community Summit 2025 in Orlando?
Use Amiee’s exclusive discount code ISVSOCIETY10 at checkout for 10% off your registration.

Don’t Forget to:

✅ Like, rate, and subscribe on your favorite podcast app
💬 Leave a review – it helps more people discover the show
📲 Share this episode with a colleague or a fellow community member

The ecosystem has evolved — cloud, AI, marketplaces, co-selling — but one thing hasn’t changed: partnerships are still about people.

In this episode of Channel Up Your Marketing, host Amiee Keenan sits down with Tracy Rich, Principal Managing Partner at Oui and a 25-year veteran of the channel, to talk about what truly drives long-term success in partner programs.

From navigating conflict to knowing when to pivot, Tracy shares real-world stories and hard-earned insights on how to build trust-first, relationship-driven ecosystems — no matter how tech changes.

🔍 In this episode, you’ll learn:

• Why “crawl, walk, run” is more than a cliché (and how to apply it)

• What happens after the incentive program — and why that matters

• How to evaluate true partner fit (hint: it’s not about how many logos they have)

• The role of flexibility, conflict resolution, and strategic alignment in partnership growth

• Why AI can’t replace relationship capital — and never will

Whether you're just building your channel strategy or want to revamp your current partnerships, this episode is your blueprint for making it all human again.

Chapters

00:00 Introduction to Tracy Rich and Her Journey

03:06 The Importance of Partnerships in Business

08:12 Navigating the Ecosystem: Relationships and Evolution

14:56 Building a Successful Partner Channel

22:59 Future Directions and the Power of Relationships

Loved this episode? Here’s how to take action:

1. Subscribe to Channel Up Your Marketing on your favorite platform so you never miss an episode.

2. Share this episode with a colleague or partner manager who’s building or revamping a channel strategy.

3. Join the conversation on LinkedIn — what’s one lesson you've learned about partnerships that’s stood the test of time?

4. Leave a review if this episode helped you think differently about partner enablement and relationship marketing. We love hearing from you!

Partner marketing can make or break an ISV’s growth — but too often, leaders either overlook it or treat it like a side project. In this episode of Channel Up Your Marketing, Amiee Keenan sits down with Meguire Heston, a marketing leader at Amazon Web Services with deep experience in partner marketing, demand generation, and startup growth.

Together, they unpack the realities of thought leadership (is it really worth it?), where personal branding fits in for ISV leaders, and the biggest marketing do’s and don’ts for startups and scale-ups.

Whether you’re refining your buyer focus, building your personal brand, or figuring out where to start with marketing, this conversation is packed with insights ISVs can’t afford to miss.

Chapters

00:00 Introduction to Marketing Insights

01:35 Understanding Thought Leadership

08:37 Personal Branding vs. Thought Leadership

15:14 Marketing Strategies for Startups

26:01 Building a Business vs. Selling a Product

Follow Meguire on LinkedIn

Follow Amiee on LinkedIn

In this episode of the Channel Up Your Marketing podcast, host Amiee Keenan speaks with Lisa Hopkins, VP of Partnerships at Jasper, about the evolving landscape of partnerships, especially in the context of AI.

They discuss the importance of building a strong partner ecosystem, defining what makes a great partnership, and the mindset required for effective sales and partner management.

Lisa emphasizes the need for mutual goals, trust, and co-innovation in partnerships, as well as strategies for successful partner activation.

Chapters

00:00 Introduction to Partnerships and Ecosystems

03:01 Building a Strong Partner Ecosystem

07:27 Defining Great Partnerships

11:07 Mindset in Sales and Partner Management

15:56 Successful Partner Activation and Scaling

Follow Amiee on LinkedIn

Follow Lisa on LinkedIn

In this episode of Buzz Bites, Amiee Keenan rewrites the B2B marketing playbook for 2025—because cold campaigns and faceless pitches just don’t work anymore. The truth? People buy from people, not logos.

You’ll learn why trust is the new competitive advantage, how to warm up your digital presence, and why value—not vanity—should drive your strategy.

This quick hit of marketing insight is perfect for ISVs, channel marketers, and anyone tired of outdated tactics that don’t connect.

What You’ll Learn in This Episode:

• Why “trust transactions” outperform cold outreach

• How to turn case studies into stories that sell

• The rise of digital warmth and how to use it

• Why value is the new currency in every campaign

Hosted by: Amiee Keenan, Founder of The ISV Society
Powered by: Channel Up Your Marketing Podcast

You had the perfect partner call—energy was high, everyone was excited, they said, “We’re all in!” And then… nothing. No replies. No follow-ups. Just crickets. Sound familiar?

In this bite-sized episode, Amiee Keenan dives into the reality of partner ghosting—why it happens, what’s really going on behind the scenes, and how to keep the momentum going without coming off as pushy.

Because here’s the truth: even the best ISVs get ghosted. But that doesn’t mean the relationship is dead—it might just need a nudge, a little value, and a follow-up plan that works.

What You’ll Learn:

• Why partners go silent (and why it’s not always about you)

• How to send a no-pressure nudge that keeps the door open

• The importance of adding value in your follow-up (not just saying “checking in!”)

• A simple way to set expectations before the meeting ends

What do 93% of successful Microsoft partners have in common? In this episode of Channel Up Your Marketing, host Amiee Keenan welcomes back Erica Hakonson, CEO of Maven Collective Marketing, to unpack the game-changing insights from the 2025 Microsoft Partner Benchmark and Insights Report—based on over 50,000 data points from partners worldwide.

We dive into the strategies, tools, and investments that are truly paying off inside the Microsoft ecosystem, including:

• Why designations are more than just digital badges
• How marketplace listings can unlock Microsoft leads
• The surprising ROI of investing just a little more in marketing
• What role community engagement really plays in your visibility
• Key FY26 opportunities (you’ll want to be ready for them now!)

Whether you’re an ISV, MSP, or just navigating the Microsoft partner journey, this episode is packed with actionable takeaways you can implement right away.

🎧 Listen now to discover what nearly all successful partners are doing—and how you can join them.

👉 Don’t forget to subscribe, share, and download the 2025 Microsoft Partner Benchmark Report.  https://mavencollectivemarketing.com/insights/microsoft-partner-report/

In this episode of the Channel Up Your Marketing podcast, Amiee Keenan and Monica Hoyer discuss various aspects of email marketing, focusing on the importance of preference data, contextual data, segmentation, automation, and personalization.

They also explore strategies for re-engaging dormant subscribers and common pitfalls marketers face in their campaigns. The conversation emphasizes the need for marketers to be thoughtful about their data collection and usage, ensuring that their email strategies align with their goals.

Whether you’re new to email marketing or a seasoned pro, this episode is packed with insights you can put to work today.

Chapters:

In this episode of Buzz Bites, Amiee Keenan discusses the anatomy of a high-performing email, emphasizing the critical role of subject lines, engaging content, and visual elements.

She provides actionable tips on A/B testing, crafting compelling CTAs, and ensuring mobile optimization to enhance email engagement. The episode concludes with a challenge to audit your emails for continuous improvement.

takeaways

• 47% of people decide whether to open an email based on the subject line.
• Using power words can significantly boost open rates.
• A/B testing is essential for optimizing email performance.
• Emails should be skimmable with clear formatting.
• Compelling CTAs can drive higher engagement rates.
• Visual elements like emojis and GIFs can capture attention.
• Emails must be mobile optimized for better accessibility.
• Regularly audit your emails to identify areas for improvement.
• Testing different strategies can lead to better results.
• Emails are a vital tool for effective communication with your audience.

Chapters

00:00 The Importance of Subject Lines

02:50 Crafting Engaging Email Content

05:31 Visual Elements and Mobile Optimization

Follow me on LinkedIn.

Learn more about The ISV Society

Download The ISV Guide To Grow Your Audience